Too often, clients become the wranglers of specialists who, separated either by profit-center walls within holding companies or by being separate companies to start with, compete more than they collaborate.

But making friends means looking at potential customers differently. And that demands a different structure. So we’ve completely rejected the profit-center model. Our talent is free to collaborate, iterate and beta wherever the idea and need may lead.

We call this Connected Thinking, and it packs serious power. When you’re organized around the audience and its receptivity, rather than a message or a profit margin, you’re not just allowing for easier integration. You’re eliminating the bias to solve it through the lens of where the profit is. And you are enabling a more truthful focus on the combination of communication that will have the greatest impact and the highest probability of success.